Ritualistically every Monday, the New York Times, Wall Street Journal, Variety and other newspapers publish the weekly box-office
grosses in an authoritative-looking table. Unlike the bygone era when Hollywood studios owned their own theatres, nowadays these
dazzling box-office grosses have little, if any, relation to the profits of Hollywood studios. For one thing, theseʻgrosses' are not that of the
studios but that of the independently-owned movie houses. The movie houses eventually remit – after deducting their share and the so-
calledʻhouse allowance' – between 40 and 50 per cent of the gross in America. Overseas, the studios get even less.
Furthermore, studios have to pay the entire bill for the advertising and other inducements required to lure the ticket-buyers to the theatres.
Last year, studios spent an average of $39 million per film on advertising and prints in America, but only recovered $20.6 million
per film from the theatres. So, on average, they paid more to get people to buy tickets than they got back from the theatres (and this
dismal calculation does not include the cost of making the film). And advertising bills are becoming even higher: according to the New
York Times, Warner Bros committed $60 million to marketing Alexander in the US. If so, Warner Bros share of even a $100 millionʻbox-
office gross' would not pay the advertising bill.
When Hollywood movies fail to find audiences in America, it is often claimed that these movies redeem their losses overseas. The
assumption here is that the box-office receipts abroad are pure gravy for the movie studios. For example, the usually financially-savvy
Wall Street Journal reported on 19 November 2004 that three notableʻduds' in America – Troy, The Terminaland King Arthur – “ended up
turning handsome profits” because “in each case, box-office receipts from outside the US far outweighed domestic returns.” It then cited
impressive sounding numbers:Troy “made” $363 million internationally; The Terminal, $96.3 million, and King Arthur, $149.8 million – as if
these receipts represented their salvation. In reality, however, these impressive-sounding receipts represented the foreign theatres'
revenue, not the studios' share of it. In fact, the studios get an even smaller share of the foreign than of the American box-office. Last
year, the studios' share averaged about 40 per cent of ticket sales. And from those revenues studios have to pay for foreign advertising,
prints, taxes, insurance, translations, etc. Once those expenses are deducted, the studios are lucky to wind up with 15 per cent of what is
reported as the foreign gross.
Consider a typical movie – Disney's Gone In 60 Seconds. Its reported foreign gross' was $129,477,395. Of that sum, Disney got
$55,979.966 and paid out $37,986,053 in expenses.
They included:
Foreign advertising: $25,197,723
Foreign prints: $5,660.837
Foreign taxes: $5,077,286
Foreign versions:$ 822,997
Foreign shipping:$ 454,973
Currency conversion: $266,900
Foreign trade dues $122,275
After paying these expenses, Disney was left with just $17,993,913 – a far cry from the reported $129,477,395 gross'. And the film is still
over $153 million in the red. So while the foreign box-office helps out, it does not necessarily make a movie profitable.